Why Scripts Don't Sell

Published on June 19, 2012

I just returned back from Israel having gone over for a big family wedding.   Only problem was the wedding party was cancelled at the last minute due to a critical illness in the bride’s family.  Still, close friends and family of the bride and groom got together with the newlyweds to watch two videos prepared by the groom’s father and friends.

What happened next was pure spontaneity.  Without planning a huge celebration broke out.  Chairs were brought to the middle of the room and the bride and groom were hoisted and everyone danced just like in a real wedding.  Even though the couple was going through difficult times, their friends and family were not going allow them to skip the celebration altogether.

This impromptu celebration lasted well into the wee hours of the morning and it was by far one of the best weddings I have ever attended.  We may not have been wearing our fancy clothes, eating a fine meal and being wowed by great entertainment.  What we did have was a celebration from the heart that moved everyone.

Spontaneity is what sells, not scripts.  The best deal is when the sales executive is being in the moment with the customer.  Not worrying about the next feature she needs to present.  Rather, speaking and serving the customer from the heart.

While I say scripts are not important, you still need an agenda.  An idea of the kinds of things you want to discuss and ask questions about.  But whatever you do, be in the moment.

You can have the best script, PowerPoint slides and slick presentation.  But what happens when life throws you a curve making what you have prepared so meticulously useless?  Being in the moment puts the emphasis on you and the customer, not the presentation. Only then are you truly listening and open for opportunities.

This is exactly what happened in this spontaneous celebration.  The couple’s friends and family were in the moment and everything just happened naturally.